After 30 years since the advent of social media (outch!), We’ve still learned a lot about what works and what doesn’t. The rise of the past 10 years has further confirmed that they are far from disappearing.
Quality is worth more than quantity, and consistency takes precedence over frequency. It is important to design tailor-made publications for each of the networks in which we interact. There is no such thing as a great time to post on social media. What applies to Facebook does not necessarily apply to Twitter. But on a smaller scale, how does a publication work on each of the networks? What to do, what not to do, to use, to say, etc. ?
Find out below …
The main networks. Who? What? How?
It is the most popular social network to date with over 2.8 billion users. That’s a lot of people!
Recent algorithm changes attempt to limit noise and encourage organic interactions between users. These are prioritized and often work better than paid posts.
Several tools are available to allow you to understand the interactions and the types of people who share or like your publications: such as statistics on your Facebook menu, Facebook Business etc. You will then be able to test time slots in order to know when your target audience is available.
Always try to develop content that encourages interaction. On Facebook, the audience is pretty much everyone, but don’t forget the reason people end up on Facebook: they seek to connect with a network that is primarily human. It’s like a big public place where people go to take news, share information or discuss it, persist, comment, follow, share slices of life, beliefs, in short, lots of things that people like to do. Socially.
What do people dislike when they are looking for social interactions?
Feel like you want to sell them something. Of course, people won’t pass up a good deal. But they need to feel it’s coming from them. By going on Facebook, their intention was not to walk into your business and buy. You wouldn’t pressure sell on the streets, would you? It’s a bit the same on Facebook.
You have to attract people, pique their curiosity, by handing them a piece of candy that they will want to share. Humor, puns, inspiring photos and aesthetically appealing posts are then prioritized. Don’t be afraid to go personal. Stay human even in business. It’s a social network, not a commercial one 😉
This network is used to send “Tweets”; short instant posts that will appear in a forum style feed. They are classified and searched by
# (hashtags). Twitter is more rarely used by small businesses and serves more as a hook to other platforms. It is a sharing of ideas and spontaneous links that must be kept alive and varied:
- A post with a video, image or .gif
- An open question
- A link to an article, site, source or other network
- A quote
- Use of hashtags or mentions
- A news or an important event
It is a visual platform. Mostly used by women, Instagram requires high-quality photos and videos, brief descriptions, and modest interactions. This is not where we have big heated debates or big promotional campaigns. This platform is used to sell the atmosphere of our company, behind the scenes, the spirit of our company. You put pictures of your surroundings, your projects, your cat … just kidding, but sometimes a personal photo on Instagram adds humanity to your brand and can be beneficial. Don’t just fill your catalog with pictures of cats, though. It’s your business that needs to be put forward. And authenticity comes first (even if you put a filter …).
People go to Instagram to see great things, to be inspired or to feel good. Use this to your advantage.
This network is targeted and optimized for professional relations (employees, companies, entrepreneurs, etc.).
Text-only posts work best on LinkedIn, but your editorial content should be relevant and engaging. Use emojis and icons to spice up your messages. It’s better to work natively on LinkedIn instead of sharing a post from another network. The platform highlights your posts with the most comments. It is therefore important to promote the addition of comment by requiring the engagement of people. Ask a question, raise a problem, do a scenario, offer a choice of answer, etc.
There are still plenty of social networks out there that may be relevant to your brand. We have only skimmed over the main ones that you are likely to encounter, but be aware that there are very specific ones that can reach an even more nested clientele for you. Here is a summary of some networks you may have heard of:
Network focused on artists and people in the visual field. Images only and editing of portfolios. Presence of museums and associations of painters and sculptors. It is a network focused on the fine arts.
Publications of texts and sharing of “memes”, news and open debates. If you are more or less comfortable with networking, you should avoid it. Like Facebook but anonymous and open to everyone. This network is divided into distinct communities.
And there you have it, now that you know how to post to social media, all you have to do is determine a post tone, know the perfect time to post, and develop your brand identity so you stay consistent in your content creation. If all of this sounds complex and arduous to you, know that some people love social media so much that they make a profession of it.